McDonald’s recruitment campaign on Snapchat receives more than 42,000 “Snaplications” from Saudi Job Hopefuls
Applications received through Snapchat
More applications than expected
Recruitment can be a real challenge - especially if you’re targeting young, hard-to-reach Saudi Nationals. McDonald’s needed to fill 850+ positions across multiple roles including manager trainees, guest experience leaders, baristas, accountants, administration coordinators, HR specialists, delivery drivers and service crew - and they decided to allocate a paid media budget to generate 10k applications partnering with their agency Ethos Interactive and Snapchat.
The Solution: Lens and Snap Ads
McDonald’s ran a fun Augmented Reality Lens for 24 hours. Snapchatters were prompted to tap through, after the Lens experience, and apply for a job. To boost visibility and ensure engagement, McDonald’s worked with 5 influencers to play with the Lens and post the video. On top of this, they developed Snap ads to ensure the campaign was fully integrated and caught the attention of Snapchatters through both the camera and content.
Never before has a Lens been used to drive recruitment in the region. It was a truly innovative approach from a brave client, that paid off. In 24 hours, the application target was smashed by 4x - generating 42,972 applications (vs. a target of 10,000).
"McDonald’s Saudi Arabia has always been a pioneer when it comes to the ease and convenience of recruitment of local talents. Our latest initiative utilizes Snapchat to allow job seekers to apply to McDonald’s in a fun, simple and innovative way at the comfort of their homes."
HH Prince Majed bin Fahad Al Saud, Executive Director of HR at Riyadh International Catering Corporation, developmental licensee of McDonald’s restaurants in the Central, Eastern and Northern regions of Saudi Arabia
- 1Client internal data